Client: Facebook
Agency: Jack Morton Worldwide
Project: Facebook Virtual Reality Tour
Role: Executive Producer, Jack Morton
Type: B2C experiential field marketing tour
Live Activation Period: 4 months, October 2016 - January 2017
Description: This program was sponsored by Facebook's Innovation Group. It gave participants a new and immersive way to experience a well known brand. One primary objective of the program was to promote Facebook's position as an innovation company by coupling the transformative power of virtual reality with Facebook's mission to make the world more open and connected. My role as the Executive Producer was to lead the production and operations teams responsible for the planning and execution of concurrent semi-permanent brand activations in 34 locations nationwide over the holiday shopping season. During this program 800+ brand ambassadors provided free 1:1 VR demos to the general public with 83% of our participants trying VR for the very first time. I was one of five team leaders within the Jack Morton agency including accounts, strategy, creative, production and digital. My team was directly accountable for successful project management, venue and site selection, exhibit fabrication, technology, logistics, travel, training, staffing, budget, P&L, contract negotiations, partner management and risk management. I also made contributions to the experience design, customer journey, creative realization, program optimization and project team health. Activations occurred in a diverse set of environments including 8 shopping malls, 3 airports, city parks, festivals, state fairs, entertainment centers, marathons, ski resorts and college campuses around the country.
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